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All Journal Jurnal SOLMA AJAD : Jurnal Pengabdian kepada Masyarakat Journal of Management, Accounting, General Finance and International Economic Issues (MARGINAL) Sinergi International Journal of Accounting and Taxation Sinergi International Journal of Management and Business Sinergi International Journal of Economics Moneta : Journal of Economics and Finance Commercium: Journal of Business and Management Summa : Journal of Accounting and Tax Jurnal Kompetensi Manajemen dan Organisasi, Bisnis & Pertahanan
Paramita, Veronika Santi
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences Other

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Assessing the Influence of Brand Equity Dimensions and Product Quality on Consumer Loyalty: Study of Lifebuoy Soap in DKI Jakarta Alfi Sahrin, Savina; Paramita, Veronika Santi
Sinergi International Journal of Management and Business Vol. 4 No. 1 (2026): February 2026
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijmb.v4i1.975

Abstract

This study examines the influence of brand awareness, brand image, and product quality on customer loyalty toward Lifebuoy soap in the DKI Jakarta area, considering the increasingly competitive personal care market that requires companies to build strong and sustainable relationships with consumers. A quantitative research approach was employed by distributing structured questionnaires to 96 respondents who were selected using customized sampling techniques to ensure relevance to the research objectives. The data collected from the respondents were processed and analyzed using multiple linear regression analysis to identify both partial and simultaneous effects of the independent variables on customer loyalty. The findings reveal that brand awareness, brand image, and product quality each have a positive and significant effect on customer loyalty toward Lifebuoy soap, indicating that consumers are more likely to remain loyal when they are familiar with the brand, perceive it positively, and believe that the product delivers consistent quality. Furthermore, the results demonstrate that when these three variables are considered together, they exert a strong combined influence on customer loyalty, highlighting the importance of an integrated branding and quality strategy. Among the variables analyzed, brand image emerged as the most dominant factor affecting customer loyalty, suggesting that consumers’ overall perceptions, associations, and emotional connections with the brand play a crucial role in sustaining long-term loyalty. These findings imply that while brand awareness is important in attracting consumers, it is not sufficient on its own to maintain loyalty unless it is supported by a strong brand image and high product quality. Therefore, companies should prioritize strengthening brand image and maintaining product quality to enhance customer loyalty in the long term.
Penguatan Ekonomi Sirkular Melalui Edukasi Finansial dan Penentuan Harga Pokok Produksi (HPP) bagi Kelompok Pengolah Sampah di Kota Cimahi Komara, Esi Fitriani; Sembiring, Ferikawita Magdalena; Yulianti, Eka; Paramita, Veronika Santi; Desmiza, Desmiza; Abdurohim, Abdurohim; Ramli, Rosmini; Simatupang, Frido Saritua; Irfan, Mohamad; Susyani, Novi; Wigantini, Ghea Revina
Jurnal SOLMA Vol. 15 No. 1 (2026)
Publisher : Universitas Muhammadiyah Prof. DR. Hamka (UHAMKA Press)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22236/solma.v15i1.21512

Abstract

Background: Rendahnya pemahaman terhadap pengelolaan keuangan usaha, khususnya dalam penentuan Harga Pokok Produksi (HPP) pada produk olahan sampah menyebabkan kesulitan dalam menentukan harga jual yang tepat dan berkelanjutan. Kegiatan pengabdian kepada masyarakat ini bertujuan untuk meningkatkan literasi finansial pelaku usaha olahan sampah melalui pelatihan dan pendampingan edukasi finansial berbasis partisipatif. Metode: Kegiatan edukasi ini berupa pelatihan dengan metode ceramah dan latihan yang diberikan kepada 84 responden. Kegiatan dilaksanakan pada 22 Juli 2025 di Aula Kelurahan Melong, Kecamatan Cimahi Selatan, Kota Cimahi. Hasil: Hasil kegiatan menunjukkan peningkatan signifikan dalam pemahaman peserta terhadap konsep HPP dan nilai ekonomi sampah. Sebanyak 94% peserta memahami bahwa sampah memiliki nilai jual, 85% peserta memahami konsep HPP dan cara menghitungnya, serta 85% mampu menentukan tiga komponen utama dalam perhitungan HPP. Kesimpulan: Kegiatan ini berhasil meningkatkan kesadaran finansial dan kemampuan pengelolaan biaya produksi masyarakat, sehingga usaha olahan sampah dapat dikelola secara lebih efisien, profesional, dan berkelanjutan.
Co-Authors Abdurohim Abdurohim, Abdurohim Adhia, Lusy Laila Adriana, Reyhan Agustin, Fasya Nur Aini Akbar, Tzazkia Febriyana Alfi Sahrin, Savina Ardelia, Ranti Ari Sri Windyaswari, Ari Sri Ayundira, Fidya Desmiza, Desmiza Eka Yulianti Esi Fitriani Komara, Esi Fitriani Fahrauk Faramayuda, Fahrauk Fauziyah, Rifa Ferikawita M. Sembiring Ghea Revina Wigantini Hasanah , Nurlaila Luthfiyah Intan, Tamara Ismail, Nursafira Khairunnisa Jihan Putri Syabila Lestari, Andini Ayu Mohamad Irfan, Mohamad Nasuha, Aufa Fitriannauroh Nugraha, Adi Kustandi Nurul Sani Purnama Sari, Siti Nuralisya Putri, Alyssa Aulya Putri, Dhiffa Namira Alifia Rama, Mayliesya Hielmy Duisyah Ramli, Rosmini Ridwan Ilyas Safitri, Ranisa Nur Simatupang, Frido Saritua Siska Lesanuari Susyani, Novi Turnawan, Tubagus Muhamad Zahro, Ardhya Arifah